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Astellas uses animated bladder in campaign

Character in US advertisement for Myrbetriq constantly interrupts a woman with overactive bladder

A new advertisement from Astellas Pharma in the US features an animated bladder 'calling the shots'.

The campaign is for overactive bladder (OAB) drug Myrbetriq shows an untreated bladder character constantly interrupting a woman as she goes about her daily activities (see video above or on YouTube).

A national TV and marketing campaign, this is part of a broader marketing effort focused on raising awareness of the importance of women's health, particularly OAB, and encouraging people with the condition to speak to healthcare professionals about conditions that are difficult or not often discussed.

The new advertisement, the work of Roska Healthcare Advertising, first aired on March 11 and is scheduled to run until the end of the year with a continuous presence. The bladder character will appear on national TV, in print and online, and in local community advertising across the US.

“We decided to introduce a new animated bladder character related to Myrbetriq to address the symptoms of OAB in a relatable and engaging way,” Walt Johnston, vice president of US marketing and new product planning at Astellas, told PMLiVE.

“The concept also brings to life a woman's inner dialogue and allows us to address the potential benefits of discussing medical conditions with a healthcare provider.”

The new campaign is aimed at women aged 45-69 experience OAB symptoms, Johnston said. OAB affects in in three Americans aged 40 and over.

Astellas first ventured into cartoon advertising in 2005 with its award-winning 'Pipe People', which featured in a multi-year marketing campaign for OAB treatment VESIcare.

Article by
Tara Craig

3rd April 2014

From: Marketing

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